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NBA fans’ viewing experiences will be different later this year, but will also be nostalgic.
Comcast/NBC Universal reached an 11-year deal last summer on the rights to regular and playoff and WNBA games. These games will be exhibited on network linear and streaming platforms starting in the 2025-26 season. As viewers prepare to adjust their fall habits, the network announced that AI-powered tools will help bring back the 1990s feel.
The iconic voice of the late Jim Fagan became synonymous with NBC programming in the 90s, which will be part of NBA coverage, thanks to artificial intelligence.
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The NBA logo decorated the stadium in the Portland Trail Blazers and Houston Rockets NBA Summer League games at the Thomas & Mack Center on July 7, 2023 in Las Vegas. (Ethan Miller/Getty Images)
Fagan's AI-generated sound will be used for NBC's coverage of the league. Starting in October, the recreation will also be heard in certain promotional elements.
NBC announced in a press release that the elements will include some title sequences, Show Opens and other promotions. The company will use other voice artists to do more traditional work.
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Fagan's family granted NBC Sports license to recreate the famous narrator's voice using AI voice synthesis technology.
Fargan's daughters Jana Silvia Joyce and Risa Silvia-Koonin issued a statement, saying in part: "We are very grateful that NBC Sports has the vision to honor our father's legacy in this meaningful way."
On April 5, 2024, a ball crosses the hoop during a game between the Miami Heat and the Rockets at the Toyota Center in Houston. (Troy Taormina-Usa's sports today)
"For many basketball fans, Jim's unique and recognizable voice immediately reminiscent of nostalgia from a special period in NBA history," NBC Sports President Rick Cordella said in a statement. "His voice perfectly captures the heavyweight showdown and the size of the stars he is introducing. It's a pleasure to work with Jim's family to recreate his voice and respect his legacy. I'm glad we were able to introduce his voice to a new generation of fans."
NBA basketball sat on a shelf before the game between the Detroit Pistons and the Charlotte Hornets on March 9. (AP Photo/Carlos Osorio, File)
Fagan plays college football in West Virginia. He died in 2017.
Amazon is one of three partners that have reached a record $76 billion media rights deal with the NBA. ESPN's parent company Disney will continue its partnership with the alliance under the terms of the latest agreement.
"NBA in the NBA" began in 1990-2002. TNT's partnership with the NBA began in 1989, and its "Inside NBA" studio exhibition has become increasingly popular over the decades. But in July 2024, the NBA rejected a bid from TNT's parent company Warner Bros. Discovery (WBD) to exercise its right to match Amazon's offer to gain part of the league's media rights agreement.
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In May 2024, NBA Commissioner Adam Silver said at least two "internal NBA" stars will continue to cover the NBA in the next few years, regardless of which network has broadcast rights.
"We're never going to lose Charles (Barkley) and Kenny (Smith)," Silver said. "They always cover the NBA. ... I can't imagine those (inside the NBA') won't perform and announce together in the future, we all like them."
All four prominent faces in "Inside the NBA" will eventually stay together as the program will be licensed from ESPN starting in the 2025-26 season.
After the NBA finals, the league's current media rights agreement will expire in June.
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